Whilst you can’t ignore the need to attract millennials and younger, there’s an argument that says it’s time to reconnect with 40-50 somethings and turn up the traffic and the volume. Nearly everyone in the drinks trade is searching for new ways to generate ‘Instagrammable’ retail and brand experiences to pander to the whims of a generation who are notoriously fickle. It’s a necessary evil as time and the world marches on. Progress stops for no-one. But spare a thought for th
